TÍTULOPOWER MAP OF THE PANAMA NETWORK Subtítulo DiciembreSeptember 2015 2016 Barcelona • Bogota • Buenos Aires • Havana • Lima • Lisbon • Madrid • Mexico City • Miami • New York City • Panama City • Quito • Rio de Janeiro • Sao Paulo Santiago • Santo Domingo • Washington, DC Índex About the Power Map of the Panama 3 Network Methodology 4 Top 50 5 Main conclusions 6 Trends by category 7 Influence and Digital Identity 15 Team of Specialists 17 About the Power Map of the Panama Network The Internet has allowed us to choose the what, when, and is the first study that aims to identify the people who where aspects of the content we consume. In addition, have been able to successfully create and manage digital social media has given us the possibility to follow the influence in Panama. To do so, we have assessed the ones we consider being the new social leaders: the leading digital presence of journalists, athletes, politicians, CEOs, authorities on a topic and the most popular individuals. and celebrities in Panama. As a result, they are slowly becoming references, sources of information, and even new media outlets. They are becoming influencers. 1 https://es.wikipedia.org/wiki/Sobrecarga_informativa However, generating and maintaining influence in this competitive environment of information overload1 is a challenge. The Power Map of the Panama Network The Power Map of the Panama Network is the first study that aims to identify the people who have been able to successfully create and manage digital influence in Panama 3 Methodology COLLECTING AND INTERPRETING INFORMATION HOW THE INFLUENCE INDEX WAS OBTAINED Data on the digital identity of the individuals was Environments analyzed collected in June 2016. This data was classified and interpreted in July 2016. Two environments were selected on which to base a person’s influence in the Internet: SAMPLE ANALYZED • Web environment, represented by the web assets This investigation used a sample of 395 individuals (sites, blogs, and other elements) as the space in made up of journalists, athletes, politicians, CEOs, and which all of a company’s content converges in the celebrities in Panama. Internet. • Journalists: 110 digital identities • Twitter is the main conversation and influence channel in the Internet because content is generated • Athletes: 90 digital identities and information is broadcast instantaneously • Politicians: 71 digital identities Indicators for measuring influence • CEOs: 19 digital identities In the development of this study, four indicators were taken into consideration based on the analysis • Celebrities: 105 digital identities environments described above. Each one was rated with a minimum score of zero and a maximum of 100. The total influence index is obtained by calculating the average score of the four indicators. Figure 1. Analysis environment WEB Number of incoming links: Determines the degree to which the content of a person’s website or blog is well positioned in the Internet. It also ENVIRONMENT indicates how long this information remains over time. This metric is obtained using search engine optimization (SEO) validation tools. Number of followers: The number of followers Number of retweets (RTs): This is the main Influence with automatic parameters: is the top influence indicator. It determines element that shows a company’s influence Determined using the automatic algorithms of TWITTER the approximate reach of the messages of the over its followers. The higher the number of a tool selected by LLORENTE & CUENCA that ENVIRONMENT account being analyzed. This metric is directly retweets, the stronger the credibility and the makes it possible to verify the other indicators. obtained from the person’s Twitter profile. greater the reach of the content. This metric is obtained using a paid tool. Source: own elaboration 4 Top 50 Figure 2. Power Map of the Top 50 in Panama Politicians Journalists Celebrities Athletes Source: own elaboration 5 Main conclusions 1. Millennials are no longer on Twitter Figure 3. Distribution of the Top 50 When the mothers of millennials got on Facebook, millennials switched to a different social media: Twitter. Now that their mothers are on Twitter, millennials prefer to share their content on Snapchat and Instagram. This is shown by the results of the Top 50, in which only one influencer, Diego De Obaldía, is under 30 and belongs to this generation. 2. Information is the main source of influence The Top 50 is primarily made up of politicians. This group holds 40 % of the top positions, followed by journalists (32 %). This seems to indicate that most Panamanians tend to obtain information on the nation’s latest events from generators of news (politicians) or the journalists who share the news. 3. CEOs are not managing their influence in the network Source: own elaboration Executives from the leading local business groups and SEM representatives in Panama are noticeably missing from the ranking. Many do not have an active digital presence. Only 19 CEOs with active profiles were found in social media, and none broke into the Top 50. 4. Offline popularity has an impact on online influence The Top 50 is primarily made up of opinion leaders, The Top 50 is primarily made up politicians, journalists, and TV presenters who have managed to transfer the popularity they have gained of politicians. This group holds in the “offline world” into their digital channels and 40 % of the top positions presence. 5. Athletes do not live on Twitter Most active athletes are millennials and therefore prefer social media alternatives that are more visual, such as Instagram or Snapchat. They can share behind- the-scenes videos and photos of their professional and personal lives, and this content generates a high degree of interaction with their followers, who view them as celebrities. 6 Trends by category JOURNALISTS They also have influential profiles in the sports world, with four of the leading sports commentators and If content is King, then information is Queen journalists: Jhony Mosquera and Roberto ‘Datitos’ Rivera are at the top of the ranking, while David Salayandia and Journalists, who occupy 30 % of the ranking, make up Ricardo Icaza round out the Top 20. one of the most popular categories in the Top 50. This seems to indicate that Panamanians want to stay on Radio Panama top of the nation’s latest events, and they value the instantaneous nature of Twitter in order to access real- This is the nation’s only news station with journalists time information of the events that generate news. who are strongly influential in social media. Influencers such as Manolo Álvarez and “El Profe” Edwin Cabrera are Álvaro Alvarado, news anchor, influencer, digital the most influential radio journalists, followed by David media Salayandia, who is the leading radio journalist for sports matters. His 26-year journalism career and the popularity he has gained during that time are reflected in his strong digital influence. His role as the anchor of one of the nation’s most important news bulletins without a doubt had a direct impact on his instant popularity in the online world. His profile is flooded with mentions containing Panamanians want to stay on tips, reports, and announcements that sometimes result in news, transforming Álvaro’s Twitter account into a top of the nation’s latest events, media outlet. and they value the instantaneous TVN Media is the leader for news and sports nature of Twitter TVN Media is the leading digital influencer for news thanks to the social media popularity of its primary TVN journalists, including Eduardo Lim Yueng, Castalia Pascual, Sabrina Bacal, Elizabeth González, and Siria Miranda, who are all ranked in the Top 10 journalists. 7 Figure 4. Power Map of journalists in Panama Source: own elaboration 8 ATHLETES Edward, noticeably absent from the Top 20 for sports Durán, KO inside and outside the ring Despite being the favorite to bring home a medal at the recent Rio Olympic Games, Alonso Edward is not among Roberto “Manos de Piedra” Durán has undoubtedly the leading digital influencers for sports. His lack of been a symbol of pride for all Panamanians. However, Twitter activity (due to his preference for Instagram) and his recent involvement in television shows such as Los his infrequent posts keep him from being perceived as a Durán (a reality show about him and his family), Calle 7 source of sports information by his followers. VIP (skills contest), and the premiere of the Hollywood film Hands of Stone repositioned him in the limelight, Former Olympic Athletes especially with the generations who never saw him fight in the boxing ring. Once again, this shows how a person’s The Top 20 includes two former Olympic athletes, Irving offline popularity is able to quickly boost their online Saladino and Diego Castillo. They remain active in the influence. sports world and people follow them in order to stay up to date on the matter. Irving Saladino is a long jump Passion for football specialist who won a gold medal at the 2008 Olympic Games in Beijing. Diego Castillo is a former Olympic Due to the nation’s sports history and traditions, swimmer, vice president of Panama’s association of baseball is the sport that has roused the masses and athletes (AATLEPA), a sports columnist for El Siglo, and a filled stadiums in Panama for a number of generations. sports idol for his followers. However, the rising popularity of football in the country has brushed aside baseball and allowed football to assume the position it holds throughout the world: first. This change is apparent in the Top 20 for sports, in which the highest positions belong to the most important members of the national football team. Rising popularity of football in the country has brushed aside baseball and allowed football to assume the position it holds throughout the world: first 9 Figure 5.